The State of Social Media
Accreditation Now Inclusive of vCE’s Advanced Non-Human Traffic Detection Practices
RESTON, VA, November 3, 2014 – Comscore (NASDAQ: SCOR) today announced that its validated Campaign Essentials™ (vCE®) Validation suite was granted continued accreditation by the Media Rating Council (MRC).* MRC accreditation of vCE includes the viewability component of vCE for display advertising, and, for the first time, its advanced non-human traffic (NHT) detection practices were considered in the MRC accreditation review.
Comscore has pioneered several new methods for detecting and filtering NHT over more than a decade of such R&D efforts, and recently acquired MdotLabs to further enhance its NHT detection capabilities. This third-party recognition of Comscore’s ad validation methodology, inclusive of advanced NHT detection, is an important affirmation of Comscore’s approach to ultimately delivering a GRP based on the delivery of ads to total persons. Comscore views this as an important step in making digital measurement comparable to television.
“We’re honored to receive continued accreditation from the MRC, who also considered our advanced NHT detection practices,” said Anne Hunter, Senior Vice President at Comscore. “Receiving this stamp of approval from the MRC adds increased credibility to our practices given the rigorous review process implemented by the MRC.”
“NHT is an increasingly serious issue for media buyers and sellers, and this accreditation of vCE—Validation reinforces the quality and sophistication of the work Comscore has been doing over the last several years to address this problem within the digital advertising industry,” she continued.
“MRC congratulates Comscore for achieving continued accreditation for the Validation component of its validated Campaign Essentials product,” said George W. Ivie, Executive Director and CEO of the MRC. “We reviewed vCE—Validation in the context of MRC’s plans to strengthen and modernize industry requirements around non-human traffic detection processes in digital advertising measurement, and came away highly impressed with Comscore’s advanced approach in this key area."
In addition to enhanced NHT detection methods, vCE Validation now also includes new capabilities to viewability measurement, increasing Comscore’s viewable impression measurability.
*Accredited statistics include: Served Impressions, Views (Viewable Impressions), InView Percentage, Engaged Percentage, Unique Cookies, Total 2+ Population Gross Rating Point estimates, and its Alerts, Blocks and Exception functions, based on brand safety considerations and geographical identification at a U.S. versus non-U.S. level.
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
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